King Features were refreshing Popeye to make the character more relevant in the 21st Century. They wanted help to drive brand awareness, and in particular connect with the health & fitness market they saw as key potential consumers.
We identified a major sponsorship of Tough Mudder
Australia as a poweful way to quickly supercharge
Popeye’s position in the public eye as a modern, hip and healthy brand.
We designed a complete presence for Popeye in and around the Tough Mudder event. This included designing signage for a signature Popeye obstacle on the course, managing a live activation at the event, and creating content for a Popeye page in the Tough Mudder website, including a competition. A grungy graphical look was used for all elements of the campaign to empahsise a hip, modern sensibility. The copywriting played up the engaging fun of Popeye’s larger-than-life persona, connecting his can-do attitude to consumers’s fitness goals.